Embodiments infer position information using captured content items. A computing device such as a mobile computing or a cloud service analyzes one or more content items to generate information describing the content items. For content items that include photographs, for example, the photographs are processed to identify faces, objects, places, text, etc. The generated information is compared to reference content items (e.g., image comparison), user data (e.g., calendar data, contact information, etc.), and/or public data (e.g., address information, event information, etc.) to identify at least one match. Location information associated with the matched reference content items, user data, and/or public data is obtained. A position is determined for the content items based on the location information obtained from the matched reference content item, user data, and/or public data. In some embodiments, the obtained location information is used to refine a position determined using a beacon-based positioning service.