Using Custom Content
Custom content is delivered to the device through the NFC spot on the back, just as extra content was delivered through official Touch Spots and the official app.
The most notable form for delivering custom content is Mr. Blinky's recreation of the official 4U app. This app can be run on specific phone models, primarily Japanese phones, with some potential models listed on the linked site. I personally use a Sharp aquos SHL25 au Edition smartphone.
Mr. Blinky has also provided resources for creating and distributing one's own custom content over the app for a limited time period, by clicking the DOWNLOAD CODE button at the top of Mr. Blinky's 4U app webpage (linked above).
There is also paid custom content to be obtained outside of the 4U app. From what I can tell, these files also are to be uploaded to the app for a limited period of time to be used. However, compatible phones should also have their own native NFC data transfer app included by default (I know mine does.), so I imagine that it is just as capable of transferring the files to a 4U series device.