A pull quote is a typographical technique in which an excerpt or quote from an article is duplicated within the article using a different formatting style so that it jumps out at the reader.

Blatantly copying the excerpt of the pull quote into it’s own element is not the way to go. A pull quote is a purely visual technique, and therefore should not change the structure of the body. Next to that, a structural representation of the excerpt would be seen twice by people using feed readers or services like Instapaper , as well as be re-read for people who use screen readers. So how can we best author this into our mark-up?

### Our good friend, the data attribute

HTML5 introduced the ability for authors to create custom non-visible data-attributes. These attributes can contain data that will not affect layout or presentation.

> Custom data attributes are intended to store custom data private to the page or application, for which there are no more appropriate attributes or elements.

By adding a `data-pullquote` attribute to an element, we attach the text of the pull quote to it, yet do not add visible content.

Original source: http://miekd.com/articles/pull-quotes-with-html5-and-css/