You didn't post what the river actually is. Given that the river is blank, I would like the shove since you unblock a lot of HJ's folds (diamond and spade flush draws) plus you block his calling range AK/AQ.

I assume the turn is a bit thinner, but I like betting this as well. In general, I categorize my bluffs into three groups of hands when I land on the turn:

1. (High) Equity draws (flush draws, straight draws)
2. Hands that compose my bluffing range on dynamic rivers on which my equity draws improved to value hands and which simultanesouly (i) block Villain's high equity draws on the turn and (ii) block Villain's nutted hands on the river on such runouts (in the hand example you posted, this would be a hand including the Kd for instance. If a third diamond hits, you cannot bluff your flush draws anymore since these turned into a flush now. Holding the Kd then is great since you will have a bluff blocking the nuts. On the turn, betting the KdXx has the additional nice property that you block Villain's nut flush draws which float).
3. Hands that block Villain's continuing range.

In general terms: On boards where you a have a lot of Category 1 and 2, only few hands in Category 3 need to be bet. On boards where you are missing Category 1 and 2, your bluffing range might be entirely composed around Category 3.

In the hand example you posted, I guess KcQc is one of your very best Category 3 hands so this goes into my betting range.