Merchants and brands such as Wayfair.com, Snooth and Breville are partnering with smart cloud-based application Springpad to deliver curated content designed to drive customer loyalty and reach prospects.

Springpad lets users save recipes, decorating ideas, clip articles and other content in notebooks that can be accessed  and added to anytime from mobile and desktop devices. The app has been focused on building its base over the past year and boasts four million users, 75 percent of whom first engaged with the app from a mobile device.

“Springpad is about curated content that is persistent and useful,” said Jeff Janer, co-founder and vice president of business development at Springpad.  “This idea of curating notebooks of content that are accessible on the Web or from a mobile device and that don’t go away is what is interesting to brands because it enables them to help customers and prospects with useful information.

“The core idea is social utility,” he said. “If you want to save something for later, you can save it to Springpad and then we enhance that with additional information.

“People do look to brands if it is relevant – we look to brands as the experts.”

Evergreen content
Most users engage with Springpad across multiple devices.  Users can also invite friends to add their own ideas to their notebooks.

Now, Springpad is gearing up to bring in brands to create their own notebooks that users can access for category-specific expertise and information.

For example, Wayfair.com, a leading online retailer of home goods and furnishings, is sponsoring four notebooks, including Organize Your Closet and Organize Your Suitcase.

Online wine destination Snooth is sponsoring the Organize a $100 Wine Party for Six notebook that features recipes, wine suggestions, a shopping list and a budget tracker. The notebook features full-page views with enhanced information for each item, such as wine pairings and local deals for each recipe.

Users can access the shopping list from a smartphone while at the store and the recipes from a tablet when in the kitchen.

“The brand sees it as an opportunity to provide evergreen content that someone can continue to use,” Mr. Janer said.

There is also an alert service, so if a new recipe is added to a notebook, Snooth can communicate directly with everyone who has the notebook to let them know.

Snooth has also included Spring It buttons on its wines, enabling customers to save wines directly to a Springpad notebook.

Additionally, Breville, which makes kitchen appliances, is sponsoring the Organize Your Juice Fast notebook with recipes about juice fasting as well as helpful information and tips.

Getting organized
The brand notebooks are part of Springpad’s National Organization Month promotion to offer tips for how users can get organized and achieve their resolutions in 2013. A total of 31 notebooks were created for the promotion as well as a Web site, NationalOrganizationMonth.com.

The notebooks also include collaboration with topic experts such as professional personal trainer Lacey Stone and financial expert Carmen Wong Ulrich.

The promotion reflects Springpad’s efforts to expand beyond its initial user base of early adopters who liked to start notebooks from scratch to a broader group of consumers that is comfortable with fully configured notebooks that can be used as is or remixed for specific purposes.

Other notebooks being offered as part of the promotion include Organize Your Workout, Organize Your Life in 2013 and Organize Your College Search.

Each notebook can be followed, and individual items within the notebooks can be saved to users’ own accounts and notebooks.

Springpad is looking to gather initial learnings about partnering with brands and plans to expand partnership opportunities for brands in a few months.

“The use pattern for mobile is typically save and access,” Mr.  Janer said. “The time of engagement for mobile is typically very short at about one and a half minutes.

“On the Web, the average session times are north of 20 minutes,” he said. “Active users tend to access us on both.”

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York