It entirely depends on the table dynamics.
I'd continuation bet $28 as this is very important for information on turn and river play.
For the following reasons:
a.) I can get value from weaker Kx, Qx and Jx
b.) I can get value from drawing hands (ex. open enders, gut shot, stubborn under pairs TT, 99, 88 etc.)
If one or two of the villains called my continuation bet on the flop, I'd re-evaluate the turn (ex. 4 to a straight, possible back door flush draws, paired board etc..) and bet the turn for value a little less than half pot if a back door flush draw comes in to play or a