For documentation you will most likely find more up to date information at the Datastax Website as there is a paid documentation team constantly working on Cassandra Docs. Datastax C* Docs
The simplest solution for having arbitrary information in a row would be to use a MAP, LIST, or SET type in your logical row.
But if you want an arbitrary layout you can create a table in CQL like
CREATE TABLE entityvalue ( key blob, column_name blob, value blob , PRIMARY KEY (key, column_name))
and as a final option you could just use any of the old thrift drivers and have the old style if you like but there has been a vote to stop thrift development in Cassandra.