I don't think Poser 9 was any different when it came to runtimes. You should be able to just attach your old Poser 9 runtimes to Poser 13.

I think you'll have to install content the old fashioned way if you want to put them in custom locations. Unzip the files to the location you want. If you let Poser do it automatically, it puts everything in the Purchases folder. Or the default tolder (set during installation), if you're talking about included content.

If you want to put the included content in custom runtimes, you can download the zip files from the Poser Software site, and unzip them to the locations you want.