Gravitational form factors characterize the energy, spin and stress distributions within a subatomic particle, such as the proton, the pion, the deuteron (atomic nucleus of deuterium), and even the electron (which acquires a "structure" due to the dressing of the photons and other sea electron/positrons).
Form factors are the generalization of the multipole distributions in nonrelativistic quantum mechanics (NRQM). You can think of them as the Fourier transform of the one-body densities (OBD), even though there are caveats. We of course have different types of densities, e.g. charge density, magnetic charge density, axial charge density, energy density, momentum flow density, spin density, pressure, and shear. Each density is defined from a specific operator. For example, the charge density is defined from $\rho = J^0(x)$ operator. Similarly the magnetic density (actually magnetization density) is defined from the current density $\bf J$. Combined, they form the covariant 4-current: $J^\mu = \bar\psi \gamma^\mu \psi$. And the corresponding hadron matrix elements $\langle p', s'|J^\mu|p, s\rangle$ can be covariantly decomposed into Lorentz structures multiplied by electromagnetic form factors, similar to that of the multipole expansion in NRQM.
In this context, the energy, momentum flow and stress densities are defined from the stress-energy tensor $T^{\mu\nu}$. The corresponding form factors are conventionally called the gravitational form factors. Part of the rational is that the stress-energy tensor couples to the gravitational interaction in general relativity. In principle, the gravitational form factors can be probed by the gravitational force, similar to the probing of the electromagnetic form factors by the electromagnetic force mediated by the photon.

One can define further densities, such as the axial charge density and pseudoscalar density from the axial-vector current $J^\mu_A = \bar\psi \gamma^\mu \gamma_5 \psi$. The corresponding form factors are called the axial form factors. Similarly, these form factors can be probed by the coupling to the weak interaction mediated by W/Z.
In reality, the measuring of the gravitational form factors are far more challenging than other form factors. The reason is that gravity on the level of the proton is far too feeble. The present measurements are based on an idea that, roughly speaking, the coupling of two spin-1 photons looks like a spin-2 graviton. Therefore, one can measure the gravitational form factors in a two-photon process, or its crossing, Compton scattering. That's what all those articles discuss. Of course, since we are speaking of approximate equivalence, the actually measurements as well as the subsequent extraction of these observables are quite involved.