Encoding of HTML files stored in JIContentResource?

I've read through other posts describing how one could extract the contents of the data column in the jicontentresource table -- for example, to get report output on a file system.  In my case, the file_type is 'html'.   It looks like the html file is binary encoded somehow as I'm unable to extract the data column to disk and make any sense of it.

Does anyone know how an html report output is encoded for placement in JIContentResource.data?

Here's how I'm doing the extract to disk (for postgres)

\copy (select encode(data,'hex') from jicontentresource where id = 4035 ) to 'data.hex'

xxd -p -r data.hex > data.html