There are many ways to store this.
Remember, the schema is not rigid. Different rows can follow different patterns. Suppose you have an incident with several comments. Entries might look like this:
rowID, cf:cq, v
===============
incident|<uuid1>, poc:fullname, bob jones
comment|<uuid2>, incident:key, incident|<uuid1>
comment|<uuid3>, incident:key, incident|<uuid1>
But that approach above would require you to index the comments separately so that you can quickly find all comments belonging to a particular incident. Another approach would be to add a column qualifier to the incident row for each comment.
rowID, cf:cq, v
===============
incident|<uuid1>, comment|<uuid2>:text, my comment
incident|<uuid1>, comment|<uuid3>:text, my second comment
incident|<uuid1>, poc|<uuid4>:fullname, bob jones
incident|<uuid1>, poc|<uuid5>:fullname, john smith