The Data and Runtime folders, if prsent, and any other folders at the same level of the zip (e.g. People) go in the folder you have selected as a content directory. The when DS finds a relative path like /Runtime/Textures/somethingtoolongtotranscribe/image.jpg in a materials file it will stick that after each content directory in turn until it finds a match or runs out of content directories to check. So, either that is not where they are or the creatorr has made the mistake of saving with an absolute path (starting with the drive letter) which will not work with any other directory set up.