ahhh nice responses

I agree with pretty much everything Dan/Oxford have said, I agree that if we bet, then it is without doubt a semi-bluff and our primary objective is to get him folding. Hands we'd REALLY like him to fold are club flush draws.
One thing though is that he's called the flop knowing that the other player has a perfect stack to jam - and that we're likely to re-iso so i think a lot of weak made hands might fold the flop - IDK what he'll do with hands like AKT6 or AKQ4 KJ67 hands like this I imagine he'll call one bet at least.
I ended up going for another pot bet, basically committing to the hand and hoping he would have a few more marginal hands in his range that would fold, he has - as Oxford called 666 so was effectively "drawing" to a blank turn/hoping the other player would ship the flop. At the time I was pretty happy with the play and considered myself a touch unlucky to run into what is kinda the top of his range - after thinking about it in a little more detail I'm starting to become skeptical about how many weaker hands he has in his range OTT as getting folds from them are a fairly crucial part of the hands profitability.
There is also the possibility that he has a big draw, in which case he'll prolly just call this bet as opposed to going all-in so I don't necessarily have to do my whole stack to dominating hands.
Would anyone like to have a bash at trying to figure out the EV of a pot vs the EV of a check?!
Despite any of this though the river card was a 7, so i won.