I was wondering how should one play a hand that is not great but you have a good shot at winning.

Example

Hero dealt :Kc: :Js:
Hero raise to 4x BB UTG
2 callers
Flop:
:Ks: :Qh:
Hero bets the pot
1 caller
Turn:

Hero bets pot again
Villain calls
River:

Hero bets pot again
Villian calls

Hero shows Kings
Villian shows Full House Sixes full of Kings

Is there a better way to play a hand like this?