Since you haven't specified which NoSQL database you're using in particular, for convenience, I'll assume you're using MongoDB when I talk about things that are implementation specific.
First off, you should know that NoSQL databases by nature are "schema-less". You still could implement your own schema (in your app, not the db), but that's optional, and mostly done just for validation purposes or to let future developers understand the planned structure of your data better. Read the Dynamic Schemas section in this article to know more. Here is a SO answer explaining how you would do that in mongoose and here is the official guide/doc for it.
Second, NoSQL databases don't work in terms of columns or rows. Rather, you need to think in terms of collections and documents. So to answer your question : Yes, when you have a JSON object, you shove it in directly (before applying any required formatting if you've implemented a schema like in above). You don't enter data value by value (unless you've intentionally set it up to do so).
It sounds to me that you need to strengthen your fundamental understanding of how NoSQL works as you seem to be confusing yourself with concepts that belong to other DBMS. Here is a neat slideshow to get you started and the previous article I linked you to also gives you a decent introduction.
After you're done, consider installing MongoDB or something similar and just playing around with the command line interface to get a good hang of it.