Вот такой финт ушами
<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');
data=data.replace(/.'/gi,function(str) {
return str[0] == "\\" ? str[1] : str[0] + '"';
});
var j = JSON.parse(data);
alert(j.content);
</script>
