That totally depends on what the data is.
Note that there are three levels of compression:
1) Data format compression. This means using DXT1 or DXT5 texture format instead of Color, for example, or writing a content processor that stores Position data as Half3 instead of Vector3, and Normal as Ubyte4N. This makes your data smaller by quantizing it, and accepting some precision trade-offs.
2) Content file compression. When you build a release mode game, the .XNB files will by default be compressed using a zip-like algorithm. This can achieve good compression on some data, such as textures that have large areas of the same color, for example.
3) CCGAME package compression. When all the data is combined into the CCGAME for distribution, the CCGAME file is compressed itself. If all your data is already XNB compressed, this will not gain much, but the EXE/DLL files will likely win from this. Also, data that is not XNB data (either your own custom data, or things like XACT wave banks) may gain, depending on the contents.
The only way to find out how much it helps in a particular situation is to try it and measure it.
Jon Watte, Direct3D MVP
Tweets, occasionallykW X-port 3ds Max .X exporter
kW Animation source code