Simple XML Data Extract - Please help

Pentaho Build 5.0.1-stable

When I preview rows, my field called "URLPayload" contains below for each row:

The URLPayload field contains this data:
<data>
<UrlServiceData ver="1.0">
<payload>
<content isUrl="true">iwantthisdata</content>
</payload>
<poster>posterdata</poster>
<background>backgrounddata</background>
<type>XHTML</type>
<cacheimages>False</cacheimages>
<overlaytext>True</overlaytext>
<showlaunchprompt>True</showlaunchprompt>
<titles>
<title>titledata</title>
</titles>
<descriptions>
<description>descriptiondata</description>
</descriptions>
</UrlServiceData>
</data>

I'm trying to get the data in 'content', and I have the Get XML Data Step configured as such:

File tab:
XML Source is defined in a field? Checked
get XML source from a field - URLPayload

Content tab:
Loop XPath - /data/UrlServiceData/payload
Encoding - UTF-8
Do not raise an error if no files - Checked

Fields tab:

I've tried so many different combinations without luck, can you guys tell me how to get "iwantthisdata" from the content element?

Thanks,

Deepak