Yeah, table image is really important. But where it gets tricky is when you realize that you're the only one aware of your table image, lol.

Try to spot the guys that will call you. The guys that are either calling stations or like to always put up a fight. After they call you, just check it down hoping to improve. A second bet will not change anything for these guys unless you're willing to go real deep. They want a showdown.

So unless you were facing one of these guys, then I wouldn't have changed anything after the first showdown. However, after the second showdown, it's time to stop doing cont bets for a while when you miss. Sometimes all it takes is one check to let them know that you're not going to try to steal every pot.