My default strategy is to raise every hand and bet every street until they raise, in which case I re-evaluate and usually just fold. I adjust according to villain's tendencies.
This ridiculous strategy is remarkably effective because:
A. No one ever has anything.
B. People call or fold too much.
C. Sometimes they do both, i.e. call flop, call turn, fold river.
D. No one ever has anything.
That's on the button.
From BB I donk dry flops, paired flops and scary flops with air, top pair, draws and the nuts and usually give up on bluffs if called.
Key is betting for thin value everywhere. If you're in the BB and he limps and you have 42o and it checks to river and you river a 2, bet, you will get called by Jack-high a lot.
Triple-barrel 2nd pair no kicker is pretty standard.
Obviously everything is totally villain dependent and consideration of your own image is important. If you flopped a monster on the first hand and take him to valuetown betting every street, then your image is obviously going to be different if you triple-barreled 72o and he called down with bottom pair.
One very common exploitable tendency is 3-betting all Ax
hands. This is obviously great for us because if villain does this and then flats he is totally screwed on ace-high flops.
Also if you suspect someone has top pair and you can beat top pair, just go pot-pot-shove because no one in HU folds top pair.