By taking advantage of SQL Server's data compression feature, you can improve SQL Server performance without changing any application code. Compressing data reduces database storage, which leads to fewer I/O reads and writes. However, SQL Server consumes more CPU resources when it compresses and decompresses data. Data compression is currently supported in the Enterprise, Developer, and Evaluation editions of SQL Server 2008 and later.
Row compression doesn’t work on XML, BLOB and MAX data types instead you can create CLR functions to gzip them to reduce the storage space.