Ё-кавычка получается
<div
class="data"
style="display: none;"
data-dc-news-feed-preview-options='{"cards": "latest from the open", "content": "Watson vs Nicklaus in Golf`s most memorable playoff"}'
></div>
<script>
var data= document.querySelector('.data').getAttribute('data-dc-news-feed-preview-options');
var j = JSON.parse(data);
alert(j.content);
</script>